You are on page 1of 13

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT

1

BI 3: PHP TH TH HIU
PHP TH SO HNG TH HIU

3.1 Gii thiu php th th hiu
3.1.1. Mc ch v ng dng ca nhm php th th hiu
Mc ch chnh ca nhm php th th hiu l nh gi mc chp nhn sn phm
hoc mc a thch hn hoc khng a thch mt sn phm so vi cc loi sn phm
khc ca ngi tiu dng. im logic ca nhm php th ny l da trn kh nng cm
nhn v kinh nghim ca ngi tiu dng o mc hi lng, chp nhn v a thch
ca h.
Nhm php th th hiu ng vai tr quan trng trong 2 lnh vc: nghin cu sn
phm mi v nghin cu th trng. i vi nghin cu sn phm mi, n cung cp nhiu
thng tin hu ch v phn ng ca ngi tiu dng i vi sn phm h ang nghin cu.
Trong nghin cu th trng, nhm php th ny phn nh s yu thch ca ngi tiu v
sn phm h mun a ra th trng, tm hiu s pht trin v v tr ca mt nhn hiu sn
phm trn th trng, hoc s dng khi mun so snh mc a thch gia sn phm ca
mt cng ty so vi sn phm cnh tranh trn th trng.
Cc php th ph bin trong nhm php th th hiu bao gm php th u tin (cp
i, so hng th hiu) v php th mc chp nhn (php th cho im).
3.1.2. c im v cc yu t nh hng n th hiu ngi tiu dng
i vi php th th hiu, yu t ngi th nh hng rt ln khng nhng i vi kt
qu th nghim m cn nh hng n chin lc pht trin ca mt sn phm. Do , s
lng ngi th l mt trong nhng iu kin rt quan trng. Thng thng s lng
ngi th khng c t hn 60 ngi. Tuy nhin, i vi mt s php th v nh lng
i hi s lng ngi th ti thiu 100 ngi c nhng kt qu c ngha v ng
tin cy.
Ngoi ra cn c mt s c im quan trng cn phi c cn nhc khi la chn ngi
tiu dng, bi v cc yu t ny s nh hng trc tip n th hiu ca ngi tiu dng khi
nh gi sn phm:
- Tui tc.
- Dn tc (phong tc tp qun).

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
2

- Tn gio.
- Gii tnh
- S la chn ngu nhin: ngi th nm cho php th th hiu khng cn tri qua
hun luyn m c mi tham gia mt cch ngu nhin.
Tuy nhin, trc khi thc hin php th h phi c hng dn ngn ngn, r rng, chi
tit v cc bc tin hnh v nhng quy nh trong qu trnh th nm: phng php, bng
cu hi, thi gian th nm, s lng mu.
3.2. Gii thiu v php th so hng th hiu
3.2.1. Mc ch
Xc nh c hay khng mt s khc bit v mc a thch tn ti gia 3 hay nhiu
sn phm th.
3.2.2. Nguyn tc php th
Cc mu xut hin ng thi, ngi th c yu cu sp xp cc mu theo chiu
mc a thch tng dn hoc gim dn. c bit, ngi th buc phi a ra th hng
cho tng mu th, cc mu khng c xp ng hng vi nhau. Tuy nhin cng c mt
vi trng hp ngoi l khi cc mu c xp ng hng ty thuc vo mc ch th
nghim. Thng thng cch xp ng hng c s dng khi so hng cc mu trn mt
thuc tnh cm quan c th.
3.2.3. Thit k th nghim
Mu th:
Cc mu th c m ha bng 03 ch s ngu nhin. Trt t trnh by mu c
thit k cn bng theo hnh vung Latin Williams bnh phng.
S lng mu th trong php th xp dy ph thuc vo c tnh t nhin ca mu
th ( nh hng bo ha cm gic) v mc ch th nghim. Thng thng t 8 - 10 mu
i vi cc loi mu th n gin nh nc khong, nc gii kht, bnh, ko, i vi
sn phm phc tp, d gy mt mi cho ngi th nh: c ph, nc mm, ru, nc
hoa,, cc sn phm c thuc tnh mnh ( ng, cht, bo, mn, cay,) th s lng
mu th ti a c la chn l 5-6 mu.
Ngi th

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
3

Ngi th l ngi s dng sn phm v cha qua hun luyn. S lng ngi th ti
thiu cho php th so hng th hiu l 60 ngi.
X l s liu
Trt t xp hng ca tng ngi th c tng hp y vo bng kt qu thng
c gi l bng s liu th. Ngi th c sp xp theo ct v th hng sn phm c
trnh by theo hng.
Kim nh Friedman c s dng cho php th so hng th hiu. gi tr Friedman
tnh ton ( F
test
) c tnh theo cng thc:

( )
(

) ( )
Trong : j l ngi th (42 ngi)
P l sn phm (5 sn phm)
R
i
l tng hng mu th(i=1,2,3)
So snh F
test
vi F
tra bng
:
- Nu F
test
vi F
tra bng
: cho thy c mt s khc bit thc s tn ti gia cc sn
phm nh gi mc ngha c chn.
- Nu Ftest < F tra bng cho thy khng tn ti kahsc bit c ngha gia cc sn
phm nh gi mc ngha c chn.
- Mc ngha l 0,05 hoc 0,01.
Nu kim nh Friedman cho thy rng tn ti mt s khc bit c ngha gia cc sn
phm, chng ta cn phi xc nh c th cc mu no c s khc bit bng cch tnh gi tr
LSRD Least Significant Ranked Difference - khc bit th t u tin nh nht c ngha
mc ngha = 0,05
Cng thc tnh gi tr LSRD nh sau:

( )


Trong : z: 1,96 c ly t phn b chun 2 ui vi ri ro
j: s ngi th (28 ngi)
p: s sn phm ( 4 sn phm)

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
4

Sau khi tnh c LSRD, so snh vi hiu s tng hng gia cc cp. Nu hiu s ny
vt qu gi tr LSRD, cp mu ny c ni l khc nhau c ngha v mc u tin.

3.3.Thc hnh
3.3.1. Mc ch th nghim(tnh hung t ra):
Cng ty C phn chn nui CP Vit Nam mun bit sn phm xc xch ca cng ty
ng v tr no trn th trng. Cng ty quyt nh tin hnh php th xp dy xc
nh xem c s khc bit c ngha v mc a thch ca ngi tiu dng i vi 3 sn
phm xc xch heo ng u trn th trng khng. Mt hi ng gm 28 ngi th tham
gia nh gi 4 sn phm.
3.3.2.Nguyn liu, dng c, thit b
Nguyn liu:
- 4 mu xc xch gm:
1. Xc xch heo CP.
2. Xc xch heo Vissan .
3. Xc xch heo Big C.
4. Xc xch Vit Hng.
- Nc lc thanh v.
Dng c, thit b th nghim:
- Khay ng mu
- a nha cha mu
- Dao ct mu
- Giy sticker dn m s mu
3.2.3. Phng php chun b
La chn ngi th
Ngi th l ngi s dng sn phm v cha qua hun luyn. Sau khi nh
gi v la chn s b chn mt hi ng th gm 28 ngi th.
Chun b mu:

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
5

- Hnh dng v kch thc mu: mu dng rn, khong 20g/mu/ln th.
- Nhit gii thiu mu: nhit phng.
- Dng c cha mu: s dng a nha trong dng mt ln, lm nhn bng cch
dn Sticker.
Thanh v: Mc ch ca thanh v nhm loi b cc phn cn li ca mu th t
trc: dng nc lc sau mi ln th.
3.4. Phng php thc hin
3.4.1. Phiu chun b th nghim
PHIU CHUN B TH NGHIM
Php th so hng th hiu
Ngy th: 17/05/2014
Sn phm th: Xc xch tht heo
1. Mu A: Xc xch CP (mu ca cng ty)
2. Mu B: Xc xch Vissan
3. Mu C: Xc xch Big C
4. Mu D: Xc xch Vit Hng
Trt t trnh by: c 4 trt t trnh by theo hnh vung Latin Williams
1. ABDC
2. BCAD
3. CDBA
4. DACB
- Trnh by ngu nhin
- S ln xut hin ca cc mu A, B, C, D l nh nhau.


THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
6

M ha mu (gm 28 m mu A, 28 m mu B, 28 m mu C v 28 m mu D):












STT A B C D
1 623 741 753 153
2 569 657 137 526
3 348 162 267 372
4 796 506 593 198
5 894 412 908 306
6 983 527 472 204
7 645 509 671 390
8 514 631 689 296
9 558 186 518 453
10 929 515 384 328
11 629 919 407 671
12 438 348 283 589
13 641 186 759 925
14 219 139 637 856
15 285 923 620 795
16 547 712 865 195
17 145 648 465 631
18 759 465 871 431
19 849 579 195 865
20 216 169 362 924
21 490 849 416 843
22 624 372 843 649
23 137 432 542 764
24 542 816 865 961
25 134 742 593 621
26 562 324 759 615
27 487 563 849 137
28 183 309 296 768

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
7







M S NGI
TH
TRT T M HA MU
1 A B D C

623- 741- 153- 753
2 B C A D 657- 137- 569- 526
3 C D B A

267- 372- 162- 348
4 D A C B 198- 796 593- 506
5 C D B A

908- 306- 412- 894
6 D A C B 294- 983- 472- 527
7 A B D C

645- 509- 390- 671
8 B C A D 631- 689- 514- 296
9 B C A D

186- 518- 558- 453
10 C D B A 384- 328- 515- 384
11 A B D C

629- 919- 671- 407
12 D A C B 589- 438- 283- 348
13 D A C B

925- 641- 759- 186
14 A B D C 219- 139- 856- 637
15 C D B A

620- 795- 923- 285
16 D A C B 195- 547- 865- 712
17 A B D C

145- 648- 631- 465
18 B C A D 465- 871- 759- 431
19 A B D C

849- 579- 865- 195
20 B C A D 169- 362- 216- 924
21 C D B A

416- 843- 849- 490
22 A B D C 624- 372- 649- 843
23 A B D C

137- 432- 764- 542
24 C D B A 865- 961- 816- 542
25 A B D C

134- 742- 621- 593
26 B C A D 324- 759- 562- 615
27 C D B A

849- 137- 563- 487
28 D A C B 768- 183- 296- 309

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
8

Phiu hng dn:














Phiu tr li:









3.4.2. Kt qu v bn lun
Thu nhn s liu th:




3.4.2. Kt qu v bn lun
Thu nhn s liu th:

PHIU HNG DN
Php th so hng th hiu
Bn c cung cp 4 mu xc xch. Mi mu c m ha bng 3 ch s.
Hy nh gi cc mu ny theo trt t xp sn v t chng theo trnh t mc
a thch tng dn. Ghi nhn kt qu ca bn vo phiu tr li.
Ch : hy thanh v bng nc lc trc khi th mu. Khng trao i trong
qu trnh th nghim.
Cm n bn tham gia!



PHIU TR LI
Php th so hng th hiu
Ngi th :Ngy th: 18/05/2014
Xp hng (khng c xp ng hng) M s mu
Hng 1 = t c a thch nht ..
Hng 2 ..
Hng 3 ..
Hng 4 = a thch nht ..
Cm n bn tham gia!


THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
9




















Ngi th
Mu th
Tng hng ngi th
A B C D
1 3 4 2 1 10
2 4 2 1 3 10
3 1 4 2 3 10
4 1 4 2 3 10
5 4 3 2 1 10
6 4 2 1 3 10
7 4 3 1 2 10
8 1 4 3 2 10
9 3 4 1 2 10
10 4 3 2 1 10
11 2 4 3 1 10
12 3 4 1 2 10
13 2 4 1 3 10
14 3 4 1 2 10
15 4 3 1 2 10
16 2 4 1 3 10
17 4 2 1 3 10
18 2 4 3 1 10
19 4 3 1 2 10
20 4 3 2 1 10
21 3 4 2 1 10
22 3 4 2 1 10
23 2 3 1 4 10
24 1 4 2 3 10
25 3 4 1 2 10
26 2 4 3 1 10
27 2 4 1 3 10
28 2 4 1 3 10
Tng hng
mu th
77 99 45 59 280

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
10

Biu :

Biu mc a thch ca ngi th i vi cc mu th.
Kt qu ca ngi th:
Tnh gi tr Friedman (F
test
):

( )
(

) ( )
Trong : j l ngi th (28 ngi)
P l sn phm (4 sn phm)
R
i
l tng hng mu th (i=1,2,3)

( )
(

) ( )
F
tra bng
= 7,81 vi mc ngha = 0,5% - (Bng 7, ph lc 2, trang 100 Bi ging
nh gi cm quan thc phm, trng H Cng Nghip Thc Phm TP HCM, 2012 -
Th.s Nguyn Thi Qunh Trang, Th.S H Th M Hng, C Nhn Nguyn Th Hng).
F
test
> F
tra bng

Vy 5 sn phm c s khc nhau v mc a thch.
Tnh LSRD (s khc bit nh nht c ngha):

( )

( )


Trong : z: 1,96 c ly t phn b chun 2 ui vi ri ro
j: s ngi th (28 ngi)
77
99
45
59
0
20
40
60
80
100
120
A B C D
Mc a thch ca ngi th

THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
11

p: s sn phm ( 4 sn phm)
So snh hiu s tng hng gia cc cp:
| |
B v A khc nhau c ngha
| |
B v C khc nhau c ngha
| |
=>B v D khc nhau c ngha
| |
=>A v C khc nhau c ngha
| |
=>A v D khng khc nhau c ngha
| | | |
=>C v D khng khc nhau c ngha
Kt lun:
Th nghim cho thy c s khc bit v mc a thch gia 4 mu sn phm xc
xch.
Sn phm ca Cng ty C phn Chn Nui CP Vit Nam ng th 2 v mc a
thch. Mu xc xch Vissan c a thch nht v mu th C l mu xc xch Big C t
c a thch nht.
S khc nhau c ngha hoc khng c ngha c tm tt trong bng sau:
Mu
Th
Tng
Hng
Mc
ngha
1

B 99 a
A 77 bc
D 59 cd
C 45 d

1
Nhng mu c cng k t khng khc nhau ti mc ngha .


THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
12

TI LIU THAM KHO
[1]. H Duyn T, K thut phn tch cm quan thc phm, NXB Khoa hc v k thut
[2]. Nguyn Hong Dng, nh gi cm quan: Nguyn tc v thc hnh, Trng i hc
Bch khoa Thnh ph H Ch Minh, nm 2005.
[3] Th.S Nguyn Th Qunh Trang, Th.S H Th M Hng, C Nhn Nguyn Th
Hng, Bi ging nh gi cm quan thc phm, trng H Cng Nghip Thc Phm TP
HCM, 2012.




THC HNH NH GI CM QUAN THC PHM GVHD: NG DUY ANH TRIT
13

PH LC
(Bng 7, ph lc 2, trang 100 Bi ging nh gi cm quan thc phm, trng H
Cng Nghip Thc Phm TP HCM, 2012 - Th.s Nguyn Thi Qunh Trang, Th.S H Th
M Hng, C Nhn Nguyn Th Hng).

You might also like